The Drum launches report to help drive adoption of programmatic by the creative industry

The Drum has launched a report aimed at helping bridge the gap between programmatic and the creative industry.

The report, Programmatic & Creativity: A Vision for Change, in association with Turn, outlines the top eight focus areas to achieve this change.

Programmatic advertising dominated the headlines in 2015 and has been predicted to hit £1.5bn in total spend in the UK this year. However, the creative side of the industry’s move to programmatic has been relatively slow.

ISBA has raised to The Drum that the slow adoption of programmatic technology by creative agencies is an issue for its members.

Nestle’s digital lead in the UK and Ireland Gawain Owen has said “Creative agencies need to wake up. Creatives are trailing brands and media shops in adapting their business models to programmatic.”

We wanted to find out how to bridge the divide between the creative and programmatic advertising industries.

So The Drum, in association with Turn – the digital hub for marketers – brought together creative leaders from brands and agencies, including AMV, Wunderman and Ogilvy, at a summit to thrash out some potential answers.

The resulting report, Programmatic & Creativity: A Vision for Change, does not attempt to provide a definitive answer but to act as a catalyst for further debate about how to bridge the gap between ad creatives and the programmatic industry.

The report is available to download here.

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